Are you making the most of your email analytics?
Everyone knows the importance of a quality email campaign. Delivering targeted e-commerce marketing straight into the shopper's inbox is one of the most direct and effective methods to increasing sales and customer loyalty.
However, almost four in five (79.1 per cent) of marketers admit they have no tangible methods for measuring the return on investment (ROI) of their email campaigns. This is according to the 2014 Global Email Survey, released by Lionbridge on August 12.
The report, which gathered insights from more than 570 people across 25 countries, found the most common performance measurement tool being utilised was email open rates. Approximately three-quarters (74.4 per cent) rely on this figure to determine campaign effectiveness.
Unfortunately, the focus on open rates is leaving many marketers blind as to how their campaigns are actually connecting with consumers. Less than half (49 per cent) of the respondents made an effort to measure how email campaigns impact on sales, and just 29.3 per cent are tracking customer engagement.
While getting consumers to open your emails is a respectable goal, there needs to be a more significant drive to understand the bigger picture. Tracking how many email readers then click through to your store, make a sale or engage with your business in some way is just as – if not more – important than open rates.
The first step towards uncovering the true ROI of your email campaign is to invest in a platform that can support your e-commerce analytics. From there, it should be simple to track what happens to the shopper once they open your emails.
If you find that your content is getting plenty of views but no action, it might be time to try something new. For instance, consider changing up your calls to action and altering what you include in the email. When no-one is buying, don't be afraid to start from scratch and get creative.